Niat Pembelian Apartemen Mahasiswa: Analisis Pengaruh Preferensi Hunian Dan Sikap Konsumen Pada Segmen Mahasiswa (Studi Kasus: Apartemen Begawan Malang)

Sahnawi, Sahnawi (2026) Niat Pembelian Apartemen Mahasiswa: Analisis Pengaruh Preferensi Hunian Dan Sikap Konsumen Pada Segmen Mahasiswa (Studi Kasus: Apartemen Begawan Malang). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dinamika pasar properti apartemen mahasiswa di kota pendidikan Indonesia bertransformasi seiring dengan perubahan gaya hidup dan preferensi hunian generasi Gen-Z. Kota Malang sebagai kota pendidikan dengan populasi mahasiswa besar menuntut pemahaman mendalam mengenai determinan keputusan pembelian hunian vertikal. Penelitian ini bertujuan menganalisis pengaruh Apartment Feature (AF) dan Perceived Risk (PR) terhadap niat beli (Purchase Intention/PI) mahasiswa di Apartemen Begawan Malang melalui mediasi tiga konstruk Theory of Planned Behavior (TPB): Attitude Toward Behavior (ATB), Subjective Norms (SN), dan Perceived Behavioral Control (PBC). Penelitian kuantitatif ini menerapkan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4 pada data 358 mahasiswa aktif Kota Malang dari kuesioner daring melalui purposive sampling dan prosedur bootstrapping 5.000 subsampel. Hasil penelitian menunjukkan AF berpengaruh positif dan signifikan terhadap seluruh konstruk TPB (ATB: β = 0,330; SN: β = 0,278; PBC: β = 0,283; p < 0,001). Sebaliknya, PR tidak berpengaruh signifikan, diindikasikan karena dukungan finansial keluarga meredam sensitivitas risiko awal. Pada pembentukan niat beli, PBC menjadi prediktor terkuat (β = 0,454; p < 0,001), diikuti ATB (β = 0,240; p < 0,001), sedangkan SN tidak signifikan (β = 0,127; p = 0,103). Konstruk TPB secara simultan menjelaskan 52,8% variansi niat beli (R² = 0,528) dengan relevansi prediktif Q² = 0,349. Efek mediasi TPB terbukti signifikan secara mediasi penuh (full mediation) hanya pada jalur AF → ATB → PI (efek tidak langsung = 0,079; p = 0,003) dan AF → PBC → PI (efek tidak langsung = 0,129; p < 0,001), sehingga hipotesis mediasi diterima sebagian. Model pengukuran memenuhi syarat reliabilitas dan validitas (Cronbach’s Alpha 0,842–0,924; CR 0,894–0,937; AVE 0,652–0,774; HTMT < 0,90) serta kecocokan model yang baik (SRMR = 0,058 < 0,08). Secara teoretis, penelitian ini membuktikan peran Apartment Feature sebagai anteseden dominan konstruk TPB dalam konteks hunian mahasiswa, sekaligus menunjukkan bahwa Perceived Risk belum relevan pada tahap pembentukan niat beli awal. Secara praktis, pengembang direkomendasikan memperkuat narasi pemasaran terpadu atas atribut fisik apartemen serta meningkatkan keyakinan kontrol perilaku calon pembeli melalui skema pembiayaan yang transparan dan adaptif bagi mahasiswa.
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The dynamics of the student apartment property market in Indonesia's educational cities are transforming alongside shifting lifestyles and housing preferences among Generation Z. Malang, as an educational city with a large student population, requires an in-depth understanding of the determinants of vertical housing purchase decisions. This study aims to analyze the influence of Apartment Feature (AF) and Perceived Risk (PR) on students' Purchase Intention (PI) toward Begawan Apartment Malang, mediated by three Theory of Planned Behavior (TPB) constructs: Attitude Toward Behavior (ATB), Subjective Norms (SN), and Perceived Behavioral Control (PBC). This quantitative study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 on data from 358 active students in Malang, collected through an online questionnaire via purposive sampling and a 5,000-subsample bootstrapping procedure. The results show that AF has a positive and significant effect on all TPB constructs (ATB: β = 0.330; SN: β = 0.278; PBC: β = 0.283; p < 0.001). In contrast, PR has no significant effect, indicated to occur because family financial support dampens initial risk sensitivity. In shaping purchase intention, PBC is the strongest predictor (β = 0.454; p < 0.001), followed by ATB (β = 0.240; p < 0.001), while SN is not significant (β = 0.127; p = 0.103). The TPB constructs jointly explain 52.8% of the variance in purchase intention (R² = 0.528), with predictive relevance of Q² = 0.349. TPB's mediating effect is significant as full mediation only along the AF → ATB → PI path (indirect effect = 0.079; p = 0.003) and the AF → PBC → PI path (indirect effect = 0.129; p < 0.001), so the mediation hypothesis is partially supported. The measurement model meets the requirements for reliability and validity (Cronbach's Alpha 0.842–0.924; CR 0.894–0.937; AVE 0.652–0.774; HTMT < 0.90), as well as good model fit (SRMR = 0.058 < 0.08). Theoretically, this study demonstrates the role of Apartment Feature as the dominant antecedent of TPB constructs in the context of student housing, while also showing that Perceived Risk is not yet relevant at the initial purchase-intention formation stage. Practically, developers are advised to strengthen an integrated marketing narrative around the apartment's physical attributes and to enhance prospective buyers' behavioral control beliefs through transparent, student-adaptive financing schemes.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Apartemen Mahasiswa, Niat Beli, PLS-SEM, Preferensi Hunian, Theory of Planned Behavior, Student Apartment, Purchase Intention, Housing Preferences
Subjects:	Q Science Q Science > QA Mathematics Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Sahnawi Sahnawi
Date Deposited:	02 Aug 2026 15:36
Last Modified:	02 Aug 2026 15:36
URI:	http://repository.its.ac.id/id/eprint/141998

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